INGENIA COMMUNITIES GROUP Tourism Strategy
The Ingenia Tourism Strategy Create exceptional experiences for our guests Grow market share and expand market capture to adjacent sectors Introduce new higher yielding customers Remix asset offer (stock and amenities) to reposition asset in market and improve yield and valuation metrics In order to achieve our strategy, we strive to; Deliver exceptional customer service, set industry benchmark Deliver the best in park experiences (unique point of difference from member affiliation groups, as we own the customers “in park” experience) Redefine customer loyalty – create sticky customers (and reduce cost of customer acquisitions) Leverage consumer content to create brand advocacy and awareness Leverage digital and social platforms to personalise customer interaction Our strategy is relevant today and will remain relevant as we grow 2
The Customer Journey Framework We want to go on a holiday Where are we Let’s tell the going to go? world We have Let’s lock our arrived! holiday in 3
Tourism – Key Customer Demographics Ingenia Holiday’s Customer Grey Nomads Young Families (Key Buyer of Lifestyle Communities) (Mum, Dad and Young to Teenage Kids) 5 Common Customer Groups • Full House • Back To Nature • Real Working Class • Family First • Penny Wise 4
Tourism – Key Customer Demographics Full House Back to Nature Real Working Class Family First Penny Wise Older married Suburban Mid-life married Married, paying Older households couples, mid-life separate house, paying off their off their own who have retired families, young well educated house, like to live house or plan to soon parents married / couples cheap / save move to their working fulltime, money beach home earning average which they own income 5
Tourism Portfolio Overview 6
Ingenia Tourism Portfolio Statistics Cabins + Sites Average length Unique visitors Ingenia Holidays available per night of stay (days) per year email database 2,192 4.2 300k+ 170k+ Percentage of cabin Percentage of site OTA revenue in last OTA channel bookings made online bookings made online revenue growth twelve months 50.7% 16.9% 42.9% $6.3m ingeniaholidays.com.au Ingeniaholidays.com.au Ingeniaholidays.com.au Ingeniaholidays.com.au visitors to website transactions grew share of online revenue channel grew in revenue 772k+ 38.8% 21.4% 32.9% Data based on rolling 12 months to 31 May 2018 vs same prior comparable period 7
Industry Tourism Statistics Source: Caravan Industry Association of Australia – State of the industry 2018 8
Industry Tourism Statistics Source: Caravan Industry Association of Australia – State of the industry 2018 9
Case Study – Soldiers Point 10
Case Study – Soldiers Point - Redevelopment Redeveloping low yield sites to maximise returns A G Stage 1 - Completed F F B A. Installation of 2 x A premium 3BR Phoenix Cabins C B. Installation of 3 x 2BR G Kentia Cabins G C. Conversion of managers E residence to tourist D accommodation G D. Conversion of low yield G Permanents to Tourist Sites D Stage 2 – Completed E D G E E. Installation of 4 x 2BR D E G Aloha Cabins D G D D G B F. Conversion of 3 x low D B D D yield motor home sites G G into 2 x Premium Powered Sites G. Resurfacing Roadways 1
Case Study – Soldiers Point Asset Management Strategy – Measured investment, to remix offer and improve yield and valuation metrics. Post acquisition - installation of 5 tourism cabins + conversion of managers residence 2017 - installation of 4 tourism cabins Conversion of low yielding motorhome sites into premium ‘forever green’ tent sites Relocation and removal of permanent and annual sites (lower yield + low aesthetic standard) Internal road upgrade - completed in June 2018 Marketing & Yield Strategy Leverage portfolio digital distribution, marketing and social channels Introduced strong customer experience focus and reputational management, guest surveys and NPS rankings Launched integrated revenue management system, to leverage distribution and dynamic pricing (demand based pricing) Leveraged placed with Online Travel Agents (OTA’s) to grow distribution and access new markets Introduced sophisticated yield management strategies to improve market share and bottom line yield Customer Engagement and Guest Experience Strategy Unique in park, experience based activities Introduced customer service training program with key park management team 12
Case Study – Soldiers Point – FYTD May 18 Cabins + Sites Average length Unique visitors Ingeniaholidays.com.au Nights available of stay This FY revenue increased 26,905 3.50 16,223 $64k (6.4% growth) (10.4% Growth) (7.2% Growth) (67.8% Growth) Major OTA’s Percentage of cabin Percentage of site BIG4.com.au bookings made online bookings made online generated generated 50.4% 25.0% $326k $325k (was 49.3%) (was 23.7%) (12.2% Growth) (51.5% growth) Direct bookings Net promotor score Average revenue per Average Occupancy (Phone / Email / Walk in) achieved cabin booking placed Level 3,024 $617.05 68.8 56.5% (10.0% growth) (Was 51.8 - 32.8% growth) (up $54.63 - 9.7% growth) (was 53.95%) Growth statistics based on same period in the prior year 13
Case Study – Soldiers Point – New Cabin Stock 14
Case Study – Soldiers Point – Premium Facilities 15
Case Study – Soldiers Point – Unique Experiences 16
Case Study – Soldiers Point FY15 and FY16 (to acquisition) based on historical vendor data. 17
Case Study – Soldiers Point FY15 and FY16 (partial based on historical vendor data). 18
Disclaimer This presentation was prepared by Ingenia Communities Holdings The forward looking statements included in this presentation involve Limited (ACN 154 444 925) and Ingenia Communities RE Limited subjective judgment and analysis and are subject to significant (ACN 154 464 990) as responsible entity for Ingenia Communities uncertainties, risks and contingencies, many of which are outside the Fund (ARSN 107 459 576) and Ingenia Communities Management control of, and are unknown to, the Group. In particular, they speak Trust (ARSN 122 928 410) (together Ingenia Communities Group, only as of the date of these materials, they assume the success of the Group’s business strategies, and they are subject to significant INA or the Group). Information contained in this presentation is current as at June 2018 unless otherwise stated. regulatory, business, competitive and economic uncertainties and risks. Actual future events may vary materially from forward looking This presentation is provided for information purposes only and has statements and the assumptions on which those statements are been prepared without taking account of any particular reader’s based. Given these uncertainties, readers are cautioned not to place financial situation, objectives or needs. Nothing contained in this undue reliance on such forward looking statements. presentation constitutes investment, legal, tax or other advice. Accordingly, readers should, before acting on any information in this The Group, or persons associated with it, may have an interest in the presentation, consider its appropriateness, having regard to their securities mentioned in this presentation, and may earn fees as a objectives, financial situation and needs, and seek the assistance of result of transactions described in this presentation or transactions in their financial or other licensed professional adviser before making securities in INA. any investment decision. This presentation does not constitute an This document is not an offer to sell or a solicitation of an offer to offer, invitation, solicitation or recommendation with respect to the subscribe or purchase or a recommendation of any securities. subscription for, purchase or sale of any security, nor does it form the basis of any contract or commitment. Except as required by law, no representation or warranty, express or implied, is made as to the fairness, accuracy or completeness of the information, opinions and conclusions, or as to the reasonableness of any assumption, contained in this presentation. By reading this presentation and to the extent permitted by law, the reader releases each entity in the Group and its affiliates, and any of their respective directors, officers, employees, representatives or advisers from any liability (including, without limitation, in respect of direct, indirect or consequential loss or damage or loss or damage arising by negligence) arising in relation to any reader relying on anything contained in or omitted from this presentation. 20
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